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ASA Orders Betfred to Enhance Ad Safeguards

The Advertising Standards Authority (ASA) has instructed Betfred to improve measures preventing minors from exposure to its advertisements. This comes after an ad for Betfred’s Live Casino was featured on PrestonPlayz on The Roku Channel.

Concerns Raised by ASA

The Advertising Standards Authority (ASA) made it clear that advertisements inviting viewers to play various slot and table games on Betfred Casino should not be used again without specific targeting to minimise the likelihood of under-18s being exposed to these types of ads. The ASA emphasised that its decision underscores its commitment to protecting minors from gambling-related content in an advertisement featuring a voice-over that said, “Welcome to Betfred Casino. Here you can play a range of slot and table games or take a seat in our live casino.”

Betfred’s Response and Measures

In response, Betfred stated it always takes proactive steps to comply with Advertising Codes of Practice and ensures any third-party agency involved is compliant. The operator explained that the media in question was sourced through their media agency via another agency focusing on addressable TV. Betfred instructed that the ad should only be shown to an adult audience, and any content aimed at under-18s should be removed.Betfred admitted using third-party survey data to identify its target audience for an advertisement. This data takes into account the habits and lifestyles of individuals over the age of 16, which helps companies identify target audiences based on adult behaviours. Based on this data, Betfred targeted its ad to men aged 25-44 who engage in online sports betting. They then matched this target audience with media options, such as the Roku platform.This incident highlights the ongoing challenges and responsibilities gambling operators face in ensuring their advertising does not reach underage audiences, and the role of regulatory bodies like the ASA in enforcing these standards.

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